What is qualitative analysis?

Qualitative analysis focuses on evaluating non-numeric factors that influence a company's performance. This encompasses aspects such as the effectiveness of management, company culture, brand reputation, competitive positioning, and industry dynamics. These elements, while not easily quantifiable, can significantly affect a company's potential for success and future growth.

By considering these qualitative factors, analysts can gain deeper insights into a company's overall health and its ability to sustain profitability beyond the numbers presented in financial statements. This approach is especially important in sectors where brand loyalty, management expertise, and market perception play critical roles in business development and longevity.

In contrast, the other options center around quantitative methods—like analyzing numerical data from financial statements or calculating financial ratios—rather than the qualitative insights that B addresses. Thus, the focus on non-numeric evaluation makes option B the correct answer regarding what constitutes qualitative analysis.